In a category long considered low-involvement, where the competitive set has often looked and sounded the same, the Kleenheat brand was intentionally built to set the WA challenger apart. Doing things differently has always been part of Kleenheat's DNA, and this campaign is no different.

Rooted in Kleenheat's Let Life Flow positioning, the campaign was built on a simple customer truth - consumers are busy people who want great value and a provider who just gets on with it. No fuss. No fanfare. No song and dance.

The creative idea brought this messaging to life in the most unexpected way. In year one, we used a 1950s-style musical world of song and dance, with Disney-esque animation, fabulous choreography and outstanding performers. In year two, we pushed the concept further and brought the campaign into the 21st century with a soulful singing broccoli, Queenheat, and break-dancing soap named Lil Slippery. Across all creatives, the imaginary and heightened creative was killed half-way through by our no-nonsense customers, delivering the message that Kleenheat don’t need to make a song and dance.

When an all-singing, all-dancing campaign was pitched, it felt genuinely out there. But that was exactly the point. To build a brand you need to get attention and meaningfully connect the concept to your brand. Thanks to Kleenheat’s long history of using humour to cut-through, the approach worked beautifully. Not only was No Song and Dance memorable, but consumers easily attributed the creative to Kleenheat. We achieved record levels of both recall and linkage across the campaign - high above advertising norms, and well-above Kleenheat’s high norms to boot.

The campaign ran across TV, BVOD, cinema, radio, audio, digital, social and out of home - reaching WA audiences at every touchpoint. The campaign was also integrated across Kleenheat’s owned channels and website.

I believed in the concept and creative so much that in 2025 we didn’t develop new TVCs - we switched our mindset from wear-out to wear-in, which saved production dollars and also helped deliver huge results.

‘No Song and Dance’ is one of the campaigns I'm most proud of — not just because it was fun to make, but because it was creative led, bold and delivered results.